Social media is a great medium for building your brand and sharing positive company news and mentions. But when you don't have good news to share, how can you share it in a way that won't shake your social following?

The cardinal rule for crisis communication on social media is honesty. This will show your audience that you respect them, and that's key for preventing them from feeling jaded with your brand.

Below, seven communications executives from Forbes Communications Council offer their best advice for addressing bad news on social media -- without getting your followers up in arms.

Bad news or good news, it doesn't matter. You need to respect your followers and be honest and forthright with them. They will be inspired by your trust and confidence in them. As Warren Buffet said, "Take the high road; it's far less crowded." You're building relationships with your followers and relationships are not always smooth. It's a long game -- and honesty counts. - William Topaz, Healthcare Brands

2. Know your audience.

Whether your news is positive or negative, it should still resonate with your followers to spark engaging conversations. It's important to be respectful of differing opinions, but let your audience know you are willing to address topics that others might not be as willing to. - Glenn Gray, Buffalo.Agency

3. Be proactive.

If you don't get ahead of it quickly, the social media community will have no problem spinning a minor issue into a full-blown crisis. Be proactive and make the first move. Apologize if you made a mistake. Let your following know how you are going to make it better. And if you can't make it better, let people know what steps you are taking to ensure the problem won't happen again. - Holly Chessman, Glance Networks Inc

Studies show that when communicating messages that have a negative impact over social media, it is still better to choose traditional forms of communication. If you must, it's best to find a way to focus your reader on what is positive, what lessons can be learned (or were learned), inject humor (if appropriate), or even encourage a dialogue and interaction around recommendations and suggestions. - Irene Froehlich, DrFirst, Inc.